adidas is a global company that every year produces over 900 million sports and sports lifestyle products worldwide. adidas Runners is the official community where the brand connects running enthusiasts, with groups in more than 50 cities around the world.
Their belief is that, together, we can grow individually and get results, based on orientation, support, motivation and inspiration. To launch adidas Ultraboost19 running shoes in Brazil, a product that was re-coded to bring 20% more BOOST in the midsole for greater energy return, we should inspire the new running (concept of street running created and widespread by the brand), as well as strengthen the brand's bond with adidas Runners community.
From this challenge, we created the concept Hacking.SP, bringing to the city of São Paulo 4 running routes painted by urban artists and the "First run that only has a finish line", a run without a starting point defined and a single point of arrival, the Villa Lobos Park, gathering adidas Runners in a unique experience. Besides that, we produced a doc of 6'30" directed by Willy Biondani and André Inácio and starred by adidas Runners leaders.